This alliance among the demand-side platforms (DSPs) and their supply partners allows buyers to activate viewability metrics on in-app campaigns at scale for the first time ever. Customers of The Trade Desk can uncover which publishers and supply partners support in-app viewability for both private as well as open exchange buying, allowing advertisers to detect and choose supply partners for their in-app campaigns based on if they have viewable inventory available.

“This initiative fosters transparency across the entire industry, which is something we’re always trying to propel,” said Tim Sims, SVP of Inventory Partnerships at The Trade Desk. “We’re in the business of helping advertisers discover and purchase the right inventory for their digital campaigns. In-app viewability is an important step to full-campaign understanding and selection.”

“It is critically important that advertisers have transparency as well as consistent, independent measurement for all their media,” said Anne Frisbie, SVP and GM, Global Brand and Programmatic at InMobi. “By working with The Trade Desk to support MRC-accredited viewability for mobile in-app programmatic buying, we are a step closer to fulfilling on this promise. This will help advertisers gain a greater understanding of the value of in-app advertising, including in-app video advertising.”

The ability to measure in-app viewability is representative of collective work across the entire digital ecosystem in the name of increased transparency and inventory discovery. The supply partners that support this initiative are helping to propel the industry forward by mitigating former challenges and encouraging the adoption of another ad environment for brands to utilize in their holistic media mix. As an industry, scale will continue to grow as more and more supply-side platforms (SSPs) encourage their publishers to participate.

In-app attention and viewability adds yet another element of control to mobile campaigns on The Trade Desk. The Trade Desk offers advertisers the power to carefully select their impressions across all display, mobile, video, native, audio, and connected TV.

About The Trade Desk, Inc.

The Trade Desk is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize more expressive data-driven digital advertising campaigns across ad formats, including display, video, audio, native and, social, on a multitude of devices, such as computers, mobile devices, and connected TV. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across the United States, Europe, and Asia.

InMobi is a global mobile advertising platform that specializes in delivering the best ROI for mobile marketers. A mobile-first and mobile-only platform, InMobi has been pioneering the next generation of ad experiences, including video advertising, on the back of deep learning based optimization engines.

InMobi platforms help brands, performance marketers, and app publishers engage mobile users across different stages of their lifecycle, converting each mobile moment into an opportunity to drive engagement and revenue. Recognized by Fast Company as one of The Most Innovative Companies in 2016, InMobi reaches over 1.5 billion unique mobile devices worldwide and is redefining business models for the mobile ecosystem. For more information, visit www.inmobi.com